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#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Next 2.0Reluctant Responsibility
Nurturing Your Web Presencefor Modern Buyers
February 10, 2017
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Agenda
• A little bit about me and gShift• Why gShift?• How Modern Buyers Behave• A few SMB Social Stats• Our Recent Purchase• Assessing YOUR Web Presence• About SEO• Or Maybe Paid?• Back to Tackling Social and Content Marketing• Measure and Optimize• Key Takeaways
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
About Yours Truly
• Director of Product Strategy, gShift• 15+ years of digital marketing, analytics
and SEO experience• Journalism Major• Blogger and Social Media Addict• Hockey Dad (http://imahockeydad.com)
Jeff Riddall
Jeff[email protected]@Jriddall on Twitter JRiddall on LinkedIn
jeffriddall on InstagramJeff Riddall on Facebook
+ Jriddall on Google +
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
• Founded 2009 right here in Barrie• Web Presence Analytics for
Brands & Agencies• Large and small customers
worldwide• SEO, Content Marketing,
Influencer Marketing, Off-Site Analytics
• gShift Digital Marketing Services to assist with SEO, Content or Influence Marketing campaigns
About gShift
Mobile
Search Social
Web Presence Analytics
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Why gShift?
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Why gShift?
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Why gShift?
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
A Traditional Buyer’s Journey
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Today’s Buyer Behaviour
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“A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.”
Scott Cook, Founder and CEO of Intuit
Definition of a Modern Brand
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Today’s Buyer Behaviour
• Customers visit your website to make sure you exist and are credible
• Research is done outside of your website through social media or via people customers trust
• Positive or negative feedback can be published at any time during the process
• These conversations are happening whether you acknowledge them or not
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For Example
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SMBs Are Planning More Social
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Which Social Networks?
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What Sort of Content?
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Our Recent Purchase
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Validation and Research
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Purchase and Advocacy
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Purchase and Advocacy
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Assessing Your Web Presence
• Corporate vs. Personal Brand• Both are important – particularly for local
SMBs• Web Presence Scorecard
• Website• Social• Off-Site Content/Backlinks
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Website
• Fresh content – 10/28/16• Blog – Yes• Easy to Share – Ok• Easy to Follow – Yes• Easy to Contact – Yes
• SEO – Title Tags Reversed, Multiple H1 Headings, Meta Descriptions need CTAs
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Social Presence
• Facebook focussed• Regular updates• Calls to Action on page• Multiple Reviews
• Limited Calls to Action in posts – link to specific website or landing pages
• More video
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Off-Site Content/Backlinks
• Google My Business Page Claimed
• 26 Reviews• Backlinks from relevant
local sources/directories
• Setup and configure Yelp listing
• Find more backlinking opportunities – local, associations, partners
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A Few Words About SEO
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
The Evolution of SEO
• Search Engine Optimization• Search Experience
Optimization• Strategies for Earned and
Owned• Optimized Content Marketing
AUTHORITYin
the eyes of
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Local SEO Best Practices
• All starts with Keywords and Content – providing the best answers to searchers’ questions
• On-Site Optimization (Keyword rich Title Tags, H1 Headings, links, image alt tags, meta descriptions)
• Mobile Friendly• Google + Local• Content Marketing• Social Media Distribution• Relevant Backlinks
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
But, You Also Might Want to Pay…
Pros• Highly targeted• Immediate brand visibility• Immediate traffic
Cons• Relatively expensive• Lots of tire kickers• Click fraud
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Where Do You Start Socially?
• Listen• Build Community• Optimize Your Social
Presence• Publish and Distribute
Content• Engage
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Listen
• Search/follow your brand name and keywords in social networks
• Identify where your audience is
• Twitter Alerts• Google Alerts
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Build Community
• Find and follow relevant people and businesses
• Like and share their content
• Make it easy to follow you socially
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Optimize Your Social Presence
• Consider professional photos – this is YOUR brand
• Make your profiles / pages as complete as possible – ALWAYS link to your website!
• Incorporate your keywords
• Include video, where possible
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Publish and Distribute Content
“If the social web were a living organism, content would be the air that it breathes.”
“You must have at least one source of original rich content and you have 3 viable options: a blog, a podcast or a video series.”
“A source of rich content provides something that is shareable, conversational and engaging for social platforms.”
Social Media Explained
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But What Content?
https://youtu.be/l5Tw0PGcyN0
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Relevant Engaging Content
• Create relevant, keyword rich, engaging content linking back to your primary pages
• Answer your customers’ questions
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
And How Do You Create It
• How to Write Better• Writing Rules• Story Rules• Publishing Rules• Things Marketers Write• Content Tools
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
How About User Generated Content?
• Let your customers tell their/your stories
• Move your testimonials to social where they’ll be seen and shared
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Big Brand Examples
The Art of Ride - Snowboarding Off Piste BackcountryGoPro Hero 3+https://youtu.be/Q5691RGDUJ4
Starbucks White Cup Contest
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Local SMB Examples
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Engage
• Monitor and reply to comments – positive or negative
• Incorporate calls to action and links to website pages
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Big Brand Examples
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Local SMB Examples
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Measure and Optimize
• Everything is measurable
• Google Analytics• Google Search Console• gShift• Social Listening
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Keywords
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Content
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Traffic and Channels
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Key Takeaways
Don’t think B2B or B2C… think H2H
Build community
Create relevant, engaging content
Encourage User Generated Content
Engage
Have Fun!
#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Thanks
gshift.it/Next-20